Warm & Welcoming Questions Build Trust With First-Time Customers (7 of my FAVORITE 25 are Listed Below)
I managed two highly successful spas based on pretty much this one principle! I was in a competitive market in Phoenix where there were Spas everywhere. How could we stand out from the crowd and make people want to become a member of our Spa vs. one of our competitors who were offering basically the same thing for about the same price?
THIS: First impressions are everything in the wellness and beauty industry. When a new guest walks through your doors, their experience begins long before they ever make it to the treatment room. The way your front desk staff interacts with them can determine whether they become a loyal, long-term member—or just a one-time visitor. One of the simplest and most effective ways to build trust from the start is by asking warm, thoughtful questions that show genuine personal interest.
Asking the right questions does more than just fill awkward silences—it creates a connection. When customers feel like you really care about and not just their money, they’re more likely to open up, relax, and trust your recommendations. These kinds of questions don’t have to be deeply personal to be powerful. They can be light, lifestyle-oriented, or service-specific that shows you care about the individual.
For example, instead of only asking about their preferences for their goals for the service - which is important - also asking fun questions works to get into relationship-building conversations: “Are you celebrating something special today or just taking a well-deserved break?” These types of questions reveal the guest’s lifestyle and personality, making it easier to recommend services and/or your membership based on getting to know them as a person due to more engaging and interesting conversation. When your team leads with curiosity and care, the guest is more open to receiving guidance—and more likely to return.
Building this kind of rapport has long-term business benefits. It encourages repeat visits, drives positive word-of-mouth, and lays the foundation for selling higher-value offerings. When a customer feels personally acknowledged, they’re far more likely to see your business as an essential part of their self-care routine. And the best part? This kind of trust-building doesn’t cost a dime! You're marketing your business without having to pay any more money for additional advertising when “word of mouth” spreads about your level of customer service!
In a competitive market, your front desk isn’t just checking people in—they’re shaping the customer’s entire perception of your brand. Training your team to ask warm and welcoming questions is one of the most effective (and underused) ways to grow a thriving spa, salon, or wellness business. The more your customers feel like your business gets them, the more likely they are to stick around, spend more, and bring their friends. And it all starts from something so simple!
Now, when it comes to Med Spas, these principles become even more important—but the approach needs to shift slightly. Med Spa clients often come in with very specific treatment goals. Whether it’s Botox, vitamin infusions, fat reduction, or body contouring, they’re not there for fluff—they’re there for results. That means your team is already expected to ask clinical, goal-driven questions. But what makes a Med Spa truly stand out is when the staff also takes time to ask personal - BUT NOT TOO PERSONAL - questions that show they care about the person, not just the treatment plan.
Because many of these treatments require a big time-investment in addition to a monetary investment, it’s especially important that they are given the VIP treatment from the front desk when checking in and checking out! Rolling out the proverbial “red-carpet” is absolutely essential for them to feel like spending money at your business is worth it to them! This doesn’t mean being super serious with the guest as if they were some kind of celebrity, but it does mean using their name when they walk through your doors and showing them how excited you are to see them again. “Hi,____________it’s so nice to see you today! How have you been? We’ll let_________(Service Provider) know you’re here. She’s gonna be super excited to see you again! Can I get you some of our__________(your special water concoction) while you're waiting? What’s new and exciting?
A Med Spa guest may be investing $300 or more per session and considering a membership or treatment series. If they’re greeted with “Hello, checking in? Your name? Ok, have a seat. Your service provider will be out to get you in a minute”, how is your business standing out from your competitors? Asking personal questions that help the guest feel special makes checking-in exciting and creates an emotional connection and helps your brand feel like a supportive partner vs. a medical provider.
This kind of connection is especially important when memberships or treatment packages are part of your sales strategy. Clients who invest long-term want to feel seen and appreciated. If your front desk treats them like a patient checking in for a doctor’s appt, they’ll soon start shopping around for other options. But when a client feels recognized, remembered, and cared for, they’re far more likely to stay loyal—even through price increases or competing offers.
Whether you're running a cozy day spa or a high-end Med Spa offering cutting-edge services, the takeaway is the same: people need to feel seen, acknowledged, and valued. They want to be asked about their goals, yes — but also about their lives, their routines, and the little things that are part of the human experience. Everyone has a story to tell, and sometimes they’re just dying to tell these stories. So give them the opportunity to tell them! These warm, personal conversations build relationships — and relationships build revenue. One or two thoughtful questions that give customers an opportunity to talk about the things that are on their mind can be the first step toward a membership sale, referrals, and a thriving business.
